广告专业理论与实践互动教学法研究  

A research on the interactive diadactics regarding theory and practice in advertising

作　　者：陈正辉[1] 

机构地区：[1]南京师范大学广告系

出　　处：《广告大观（理论版）》2009年第1期88-96,共9页Journal of Advertising Study

基　　金：中国教育部与电通公司"电通.中国广告人才培养基金项目"--中国广告教育委托研究项目"广告专业理论与实践互动教学法研究"研究成果

摘　　要：我国的广告教育是在广告市场的催生下高速发展起来的。目前,广告学专业理论体系尚不完善,专业教学方法和手段尚在探索中。采取互动的教学手段,把广告学专业理论与实践教学有效地结合起来,是培养专门化广告人才的积极途径。互动教学法作为一种现代教学方法,能够充分调动教师与学生两个方面的积极性,充分利用一切有利于教学活动的社会资源,使学生变被动学习为主动学习。本文分析了互动教学法的内涵、本质,及其积极意义,提出在广告学专业实施互动教学法的五种形式,为培养高素质的广告人才,推动我国广告行业的发展,提供了宝贵的参考意见。The education on advertising arises from and develops rapidly with the market demand.At present, professional teaching ethods and means are still under exploration. Adopt the interactive teaching methods,and combine the advertising theory with the practice of teaching effectively,which is the positive way to train specialized personnel. Interactive teaching method, which is a contemporary one,can fully mobilize the enthusiasm between teachers and students,take full advantage of social resources which is good for advertising teaching activities,and change passive study to active study.This methods has been widely applied to various types of teaching activities.In this paper,with the combination of theory and case,the author analyze the connotation,essence,premise and seven forms of the interactive teaching methods and provide valueable references for high-quality advertising talents＇ training and the development of China＇ s advertising industry＇ s promotion.

关 键 词：互动 广告教学 互动教学法 

分 类 号：F713.8-4[经济管理—广告]